“They make very safe typefaces for big corporations who want something typical.” “Dalton Maag’s business has been primarily the kind of work that we see with Goldman Sachs,” Mr. He is a designer of over 180 typefaces, the author of “On Stone: The Art and Use of Typography on the Personal Computer,” and a person who, in the late 1960s, moved to Kansas City for a job at Hallmark just to work under the fontsmith Herman Zapf. Other corporate fonts try to include nods to heritage and branding, however esoteric: The curve of Netflix Sans’s t pays homage to CinemaScope, for example, and the angles of YouTube Sans’s capital letters are meant to echo the platform’s classic play button.Īs does Sumner Stone. Abbink created IBM Plex for the Armonk, N.Y., tech giant in 2017 - a typeface that conveys the melding of man with machine by combining the industrial revolution vibes of Franklin Gothic, the softness of Gill Sans and the perfection of Helvetica Neue. It’s focused more on functional requirements, so it’s missing life to me.” “I’m finding very little formal relationships to a historical point of view. “What I’m lacking is any connective tissue to Goldman Sachs as a company,” said Mike Abbink, a font designer. This dual life is a lot to ask from a font: distinctive enough to please aesthetes, neutral enough to include in paperwork for an initial public offering. The typeface gets funky in characters less likely to show up on a spreadsheet: The & and characters are almost obscenely curvy, and an alternate lowercase g is a wacky, double-story affair. “The design challenge was to make something distinctive enough to be worthy of existing without being so quirky that it got annoying over time,” said Steve Turbek, head of user experience at Goldman Sachs, who was in charge of the font project. It had to have just the right amount of personality. Goldman Sans had to be more than just practical. Goldman intends to phase the font into its branding and marketing needs across its website, apps and even YouTube videos. Google has created several, from the minimalist Open Sans, to the playful YouTube Sans, to the ever-so asymmetric Scope One. Other companies that have recently commissioned them include Toyota, Duolingo, Southwest Airlines and CNN. But many people use the terms interchangeably.)īespoke typefaces are an increasingly common corporate flex. (Technically, Goldman Sans is a typeface, while its component forms - Goldman Sans italic, for example - constitute fonts.
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In early June, Goldman Sachs introduced Goldman Sans, a typeface it describes as “approachable without being whimsical” and “neutral, with a wink.” It’s free for anyone to download, and it would appear to be part of a continuing effort by the bank to seem more digital and open: In recent years, Goldman has relaxed its dress code, collaborated with Apple on a credit card and opened an online consumer bank called Marcus. But how do you let the masses know what it’s like to really be you, the bank, in your everyday functions, processing financial spreadsheets and taking companies public?
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Sure, you can commission a 10-part documentary series about your company’s history, and your chief executive can moonlight as a D.J. There are so few ways to express yourself when you’re Goldman Sachs.
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